Fast Flip is an experiment with Google�s publishing partners that's designed to innovate how people discover and consume media. It combines some of the best qualities of print and the Web, letting you �flip� through pages online as quickly as flipping through a magazine.
The service is filled with news, feature stories, opinion pieces and other journalism from more than three dozen top-notch publishers such as the New York Times, the Atlantic, the Washington Post, Salon, Fast Company, ProPublica and Newsweek.
To start, the service is available in the US version of Google Labs and includes English-language content. Google looks forward to adding content from more publishing partners as the experiment progresses.
Krishna Bharat, Distinguished Engineer and founder of Google News, explains Google�s thinking behind Fast Flip "One problem with reading news online today is that browsing can be really slow. A media-rich page loads dozens of files and can take as much as 10 seconds to load over broadband, which can be frustrating. What we need instead is a way to flip through articles really fast without unnatural delays, as we can in print. The flow should feel seamless and let you rapidly flip forward to the content you like, without the constant wait for things to load. Imagine taking 10 seconds to turn the page of a print magazine!"
Fast Flip also personalizes the experience for you, by taking cues from selections you make to show you more content from sources, topics and journalists that you seem to like. In short, you get fast browsing, natural magazine-style navigation, recommendations from friends and other members of the community, and a selection of content that is serendipitous and personalized.
Google is also making available a mobile version of Fast Flip with tactile page flipping, for Android devices and the iPhone.
To build Google Fast Flip, the company partnered with three dozen top publishers, including the New York Times, the Atlantic, the Washington Post, Salon, Fast Company, ProPublica and Newsweek. These partners will share the revenue earned from contextually relevant ads. This gives publishers an opportunity to introduce new readers to their content.